L.L. Bean’s Bootmobile gears up for MIT foray

The second annual L.L.Bean Wintervention College Tour --- led by the Bootmobile, a larger than life version of L.L.Bean’s iconic Bean Boot --- is scheduled to be at MIT Thursday. The tour’s goal: To inspire students to get excited and prepared for a winter full of outdoor fun.

As the Bootmobile scoots around MIT’s Cambridge neighborhood, the hope is that students will come to view the Maine-based retailer as the go-to-place for rugged New England haberdashery. Such gear is suitable for all fahrenheits and equally at home on Maine mountain tops and in Kendall Square latte shops. (“Wear Life Well,” is one marketing mantra.)

In a statement, L.L. Bean chief marketing officer Steve Fuller said of the tour: “This is a great way for us to help inspire students to get excited about enjoying the outdoors this winter and have some fun with L.L.Bean. We’re bringing the L.L.Bean brand to life throughout college campuses across the Northeast with product demonstrations, games, give-aways, photo opportunities, and more. The Wintervention College Tour was a huge success last year and gave college students the opportunity to interact with L.L.Bean in a fun, unique, and meaningful way--and we’re looking forward to again this year with new elements, including chances to win great gear and Fenway Bean Boots.”